- Product
Kiehl’s is an american brand created
since 1851. The name Kiehl’s comes from the founder’s own name. This is a brand
which lasts since 160 years old, this shows the long history of the brand in
the cosmetics industry.
Concerning the logo, it’s a very
elegant and simple logo. It’s written in dark font with a white background
which make it very readable and clear.
The logo is completely in line with
the different packaging and design of the products which are also very simple. The
products looks like a pharmaceutical bottle with detailed instructions on the
benefits, the ingredients and how to use it directly on the bottle.
Concerning the range of product,
it’s divided into 5 categories on the website:
-
Skin
Care
-
Body
Care
-
Men
Care
-
Hair
Care
-
Baby
Care
-
Perfume
For my experience, in Kiehl’s’ shop,
I didn’t see the baby care and the perfume product.
Moreover, the quality of the product
has been proved since 160 years old, Kiehl’s keeps its origin of its
pharmacist’s experience and it can be seen in the choice of the ingredient
used. In the same time, Kiehl’s tries to use natural ingredients as much as
possible in every product because the brand also cares about the environment
and it chooses the best ingredients for people’s skin. Indeed, the brand is involved in environment
by using packaging done with recyclable materials.
- Price
Kiehl’s’ products goes from 10 to 60
euros. Kiehl’s is positioned as an mid-upscale brand.
For example, customer’s favourite
body cream costs 20,5 euros
Their midnight recovery concentrate
costs 39 euros..
And their eau de toilette spray is
53 euros.
- Place
About the distribution of the
Kiehl’s’ product in France, Kielh’s is distributed in their own stores. We have
8 Kiehl’s’ store in France.
Sources: from cpp-luxury
Kiehl’s is also present in
department store like Galeries Lafayette with their own corner.
Sources: from Flicker
And finally, the brand is also
distributed in some concept store like Colette.
Sources: from Colette
In total, Kiehl’s is present in 23
stores, corners, and concept stores in France.
Besides its physical stores, Kiehl’s
benefits also from its website e-shop.
- Communication
Kiehl’s doesn’t invest a lot in
communication. Kiehl’s doesn’t do any TV commercial nor billboard ads. Indeed,
the brand prefers to invest in Research & Development for its product.
However, the brand tries to be close
to its consumer and they are present on social media. Kiehl’s has a twitter
account, a facebook fan page, a blog and is even on Foursquare which is
dedicated to the geo-localization.
Here is the different links for
these 2 medias:
Kiehl’s seems to be very involved on
these medias, it’s interactive, and the brand is very innovant in suggesting
games, contests and events…
I hope that the mix marketing for
Kiehl’s have been useful and you learnt more about this brand. Don’t hesitate
to follow their current event through our blog and also through their different
medias of communication.
Do you think that the strategy of
communication of the brand is effective? Were you aware of the presence of this
brand on these medias? And do you find it useful?
